This was not true, but in a largely illiterate society the snowball effect of malicious rumours worried the Bolsheviks, as it had the Tsarist officials before them. BNC
By attracting famous names BPT hopes to create a snowball effect, boosting confidence and encouraging smaller retailers to take up space.
While he made no suggestion that news coverage at the time should have been restricted, Mr Justice Garland said the volume and intensity of publicity had a snowball effect. BNC